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When approaching the retail beverage shop analysis, I decided to stay within the neighborhood and access a local winery, Vintage Harlem (Wine Spirits). Located on 2235 Frederick Douglass Blvd, New York, NY 10027, Vintage Harlem provides over hundreds of different wines from your lowest selling item all the way to the vintage collection that usually prices at almost two-thousand dollars’ retail. The store itself, has a rustic look with brick walls and barrique type (wood) shelves. The inside is beautiful and feels as though you are walking into the storing or fermenting section of an actual winery. They have over 6 sections of regions that provide so many varieties of grape and shelved from least expensive to most expensive. Some of the regions inside were labeled France, Argentina, Chile, Spain, California of course and many more. Upon entering, I was greeted by the employee Marissa. I explained to her that I was here on an assignment mission and that I would need some of her expertise to answer a few questions. One of my first initial questions I had asked was “Where does the wine come from? Is it made here? She quickly responded and told me that distributors come to the wine store and they buy the quantity they need, specifics and region based items. Marissa rally knew her wine knowledge, solely, because she works there, is a wine consumer herself and studies wine. I asked her if she would be interested in becoming a sommelier and she chuckled and answered that she thought about doing it. However, her history knowledge would need to need to increase a tad more. I was told I could take photos in the winery and that I did. Absolute beauty of the setup with all the wines. The only downfall of the winery is that they didn’t necessarily have a “shelf talker” in the sections and that they keep their private back area open next to other regions and I witnessed the GM taking a nice snooze. It was funny but also very unprofessional, especially, if the stores’ traffic was busy and on demand. Vintage Harlem keeps their most expensive wines in this miniature black wine fridge with a lock and key and is opened when specifically asked. I couldn’t take a picture of the fridge cabinet, but I was able to see their 2013 Chateau multi red grape blend that was a grand total of one-thousand, five-hundred dollars. I knew wines ran high in price but I was so intrigued to try. Although, I didn’t, Vintage Harlem does in fact, allow wine tasting before purchase. And that is a huge part in wine selling because more than likely you’re inclined to purchase a wine or two that you tasted because you know for a fact that you like it! Vintage Harlem was absolute awesome experience and since it’s located in my neighborhood… I told Marissa that she’ll be seeing more of me for sure.

Red Wine from South Africa Region… Didn’t know wine was made here

“Shelf Talker”

Sparkling Red Wine from Autralia – Picture from Vintage Harlem Website

Red Wine From Spain – Vintage Harlem Website

Taking my first steps into this wine shop, it was just as I imagined it too be. Solidified wood throughout the floor, dimmed lighting targeting each angle, and a strong scent of fruit and open wine bottles scattered throughout the store.  What wine shop was this?  It was Slope Cellars, located on 436, 7th Ave, Brooklyn.  The reason for me choosing this location was not only because it was an 8 min drive, but because the neighborhood is known for spending there Sunday afternoons sipping on a high-quality bottle of red wine.

Luckily for me I had a chance to speak to the manager, who presented me with one of his most sold red wines from Spain.  This wine was “Guimaro Riberia Sacra Vino Tinto.”  I asked him “what makes this wine sell so much”, he stated how it mixes well with spicy food and tacos, and in this area, people love tacos.  This red wine from Spain is a 2016 vintage, located in the region of Galicia.  The bottle comes with a natural cork, and the taste is known to be silky with a heavy aromatic smell.  A smell of pure red fruits and heavy spices.

Guimaro Riberia Sacra Vino Tinto

Next up was a very antique and tasty sparkling wine.  This sparkling wine is “Wiston Estate Blanc de Blancs.”  It is a 2010 vintage and located in the appellation of England.  The manager stated how it is a Chardonnay grape variety that pairs well with seafood such as crab or lobster.  He also stated how it attracts a lot of customers since it’s known as a very traditional wine style with an alcohol content of just 12%.  This sparkling wine gives off an aroma of apples and quite a few pastries, which even had me thinking of buying a bottle.

Wiston Estate Blanc de Blancs

Last but not least is a red wine from the region called Bandol which is located in Provence, France.  I did not recall this being one of the top wine regions in France, which came as a shock to me.  It put me in shock because the manager presented this wine as one of his top selling wines, and by coming from a region I haven’t heard of, was a bit surprising.  This wine was “Domaines Chateau Romassan Bandol.”  I was told the reason this wine was sold so much is because how affordable it was for such a high-quality wine.  The manager stated how this wine is worth every penny due to their mix grape variety.  Grape variety such as Cinsaut, Grenche, and Mourvedre, having an alcohol content of about 14 percent.  Paring with most greens, and veggies, “Domaines Chateau Romassan Bandol” is known as an everyday wine.

Domaines Chateau Romassan Bandol

One night while getting off of a mid shift, I decided to visit a local wine shop in Downtown Brooklyn. I chose to explore Heights Chateau, 123 Atlantic Avenue. A fifteen-minute walk from the Barclay Center. I had a few options for transportation. I could take the B63 bus, the four or five trains one stop, a $4 uber or preferably walk. All being around twenty minutes of travel time. I walked down Atlantic Avenue to get a feel of the neighborhood. There were a few medical centers, old churches ( even an abandoned church that creeped me out), and thrift stores. These places were mixed in with new restaurants, a Trader Joe’s, and clothing stores like Urban Outfitters. As I reached Heights Chateau, the shop was the brightest on the block, the header is big and bold, and the outside was a mix of glass and black wood. As I walk in my focus is directed towards the big round counter that is in the front center of the store. To my right side, there are Italian wines going up the wall and down throughout the Aisle. To my left is the same set up of a different region of wines. I am approached by Lourel, an employee at Heights Chateau. I explain to her that I am a college student analyzing wine shops and if it was okay if I asked questions and take images of the store. She was aware of the project already and gladly assisted me. We started off with a brief background of the store. The owner is Italian, hence the display of Italian wines in the front of the store, he opened the store 30 years ago by converting it from a furniture store into a wine shop. The vineyards they would purchase from are M.S. Walker, Touton, USA Wine Imports, and etc. The store has a wine cellar downstairs that store more of the expensive wines, ranging from $100- $1,000. The store has a Wine of the Month Club, where you can receive two bottles of wines a month. Membership varies by the number of months you wish to join for. Ranging from a three-month plan to a twelve-month plan. The store is broken down into regions and then grape variety/appellations. Prices are shown below each wine. The store layout reminds me of a supermarket with the aisles and region signs posted.  The shop carries regular liquor as well. The store is targeted towards customers who either study wines or know what wines they like to drink. Not much interaction is needed towards employees unless it’s for minor questions and suggestions. The shop is a mix of traditional, industrial, and french country theme. I found interesting is that they had a Sake section with over 10 varieties. For those who may not know, Sake is Japanese rice wine and the places I’ve commonly seen them are in Japanese restaurants. Before saying my goodbyes, I purchased a 2015 Trocken Riesling from Germany, which I’m excited to try. I would go back to Heights Chateau because the atmosphere is quiet, the employees are knowledgeable, and the set up is mid modern which made me enjoy my experience. 

This is Lourel a shelf talker. Her future goal is to become a Sommelier in a restaurant. In Heights Chateau their shelf talkers are wine advisors. They taste every new wine that the store has. They assist customers by asking about price points, pairings, and wine preference.

A 2016, Llenca Plana, Montsant. Red wine from Spain. Priced at $14.99.

2015, Mountain Red, Thelma. A South African red wine. There are six grape varieties in this wine. Priced at $14.99.

2016, cava, Raventos i Blanc, de Nit. Sparkling wine from Spain. Priced at $21.99.